<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1982-9949</journal-id>
<journal-title><![CDATA[Reflexão e Ação]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Reflex]]></abbrev-journal-title>
<issn>1982-9949</issn>
<publisher>
<publisher-name><![CDATA[Editora da Universidade de Santa Cruz do Sul - EDUNISC]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1982-99492020000200044</article-id>
<article-id pub-id-type="doi">10.17058/rea.v28i2.14051</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Publicidade como pedagogia cultural: representações de gênero nas campanhas de Jean-Paul Gaultier]]></article-title>
<article-title xml:lang="en"><![CDATA[Publicity as cultural pedagogy: gender representations in the Jean-Paul Gaultier campaigns]]></article-title>
<article-title xml:lang="es"><![CDATA[Publicidad como pedagogía cultural: representaciones de género em las campañas de Jean- Paul Gaultier]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Silva Junior]]></surname>
<given-names><![CDATA[Alcidesio Oliveira da]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Félix]]></surname>
<given-names><![CDATA[Jeane]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Federal da Paraíba  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade Federal da Paraíba  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>05</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>05</month>
<year>2020</year>
</pub-date>
<volume>28</volume>
<numero>2</numero>
<fpage>44</fpage>
<lpage>57</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_arttext&amp;pid=S1982-99492020000200044&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_abstract&amp;pid=S1982-99492020000200044&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://educa.fcc.org.br/scielo.php?script=sci_pdf&amp;pid=S1982-99492020000200044&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO Compreendendo que os processos educativos têm se estendido para além de uma reflexão meramente voltada aos espaços formalizados de educação, este artigo lança luz à publicidade, concebendo-a como um artefato cultural que constitui identidades. Por um viés amparado na interface entre os Estudos Culturais e os Estudos de Gênero, procuramos aqui identificar, à luz da análise cultural, as representações de gênero encontradas em 04 imagens das campanhas dos perfumes Le Male e Classique de Jean-Paul Gaultier, apontando que estas, baseando-se em uma ideia de masculinidade viril e potente, bem como em uma feminilidade doce e sensual, carregam identidades estereotipadas de gênero que educam os sujeitos através da ideia de uma naturalização de certos comportamentos atribuídos, dicotomicamente, aos homems e às mulheres.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Understanding that educational processes have extended beyond a reflection merely focused on formalized spaces of education, this article sheds light on advertising, conceiving it as a cultural artifact that constitutes identities.Through a bias based on the interface between Cultural Studies and Gender Studies, we try to identify, in the light of cultural analysis, the gender representations found in 04 images of the campaigns of the fragrances Le Male and Classique by Jean-Paul Gaultier, pointing out that These, based on an idea of virile and potent masculinity, as well as a sweet and sensual femininity, carry stereotyped gender identities that educate the subjects through the idea of a naturalization of certain behaviors attributed, dichotomically, to men and women.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Entendiendo que los procesos educativos se han extendido más allá de una reflexión meramente enfocada en espacios formales de educación, este artículo arroja luz sobre la publicidad, concibiéndola como un artefacto cultural que constituye identidades. A través de un sesgo basado en la interfaz entre Estudios Culturales y Estudios de Género, tratamos de identificar, a la luz del análisis cultural, las representaciones de género encontradas en 04 imágenes de las campañas de las fragancias Le Male y Classique de Jean-Paul Gaultier, señalando que Estos, basados en una idea de masculinidad viril y potente, así como una feminidad dulce y sensual, llevan identidades de género estereotipadas que educan a los sujetos a través de la idea de una naturalización de ciertos comportamientos atribuidos, dicotómicamente, a hombres y mujeres.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Pedagogia Cultural]]></kwd>
<kwd lng="pt"><![CDATA[Estudos Culturais]]></kwd>
<kwd lng="pt"><![CDATA[Publicidade]]></kwd>
<kwd lng="pt"><![CDATA[Gênero]]></kwd>
<kwd lng="en"><![CDATA[Cultural pedagogy]]></kwd>
<kwd lng="en"><![CDATA[Cultural Studies]]></kwd>
<kwd lng="en"><![CDATA[Publicity]]></kwd>
<kwd lng="en"><![CDATA[Gender]]></kwd>
<kwd lng="es"><![CDATA[Pedagogía cultural]]></kwd>
<kwd lng="es"><![CDATA[Estudios culturales]]></kwd>
<kwd lng="es"><![CDATA[Publicidad]]></kwd>
<kwd lng="es"><![CDATA[Género.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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